New Editor at Villa 88

Lifestyle magazine Villa 88, part of APP Media Group welcomes Yuvitha Naran to the role of Editor. With experience in media and journalism, Yuvitha most recently worked with Mediaquest Corp. across magazines such as Marie Claire Arabia, Haya and The Dubai Mall Magazine, where she managed the production of fashion and beauty photo shoots while also assisting with styling. In her new role, she will contribute to Villa 88’s brand development and oversee its editorial content by applying her skills to both writing and styling. She will also create content strategies for the growth of the magazine across the region.

In The Hot Seat – Naomi Chadderton

Team TMN catch up with Naomi Chadderton, Editorial Manager at Action Global Communications, who talks about transitioning from journalism to PR and what she thinks about the media industry in the Middle East… 

Name: Naomi Chadderton

Age: 30

From: United Kingdom

Current job title: Editorial Manager, Action Global Communications

When did you first arrive in Dubai?

I arrived in Dubai fresh out of university back in 2008, which seems like a lifetime ago now.

Where did you work prior?

I originally started my journalism career as an intern for Grazia Middle East, where I continued to work for three and a half years as Junior Fashion and Beauty Editor. I then moved over to The Dubai Mall Magazine before returning to the UK and working in London for a year. I was also Fashion and Beauty Editor for Ahlan! Magazine right before I joined Action.

What were your first impressions of the media industry in the Middle East?

I was a young pup when I first started working in magazines, so of course I was dazzled by the glitz and glamour of it. It didn’t take long for me to figure out how much hard work, dedication and long hours it takes to forge a successful career out of it though – not that I’m complaining!

Has your opinion changed much?

The industry has definitely changed with the times and the declining economic climate, and it’s obvious that everyone is feeling the pinch. The foundations stay the same, but it’s becoming a tougher industry to be in.

Tell us about your current role…

I’ve only been in my current role for three weeks so I’m still learning! But the backbone of my job is to create content across our consumer and lifestyle portfolio to get the client’s messages out to the media clearly and concisely. One day this may be writing press releases, but mostly I will be going back to my creative roots and compiling longer features which can then be pitched to time-poor journalists in need of a story. Other days I’ll be helping pitch to new clients, creating social media plans and brainstorming ideas for events – no day is the same.

What challenges do you face?

While it’s not so much a challenge, it’s been interesting making the transition from journalism to PR and seeing how the other side works and thinks. I just need to make sure I’m now always thinking from the other side’s point of view. This gives me an advantage though, as I know exactly how journalists and influencers work and think and what they are looking for from an PR agency.

How do you overcome writer’s block?

Go for a walk, have a Diet Coke break and try again. If not, sleep on it. Writer’s block definitely kicks in for me later in the day, so I try to prioritise any longer jobs earlier on.

How would you rather be contacted at work?

As a Journalist I would have said email every time, but in my new role I’m open to all forms of communication.

How has content marketing shaped the relationship between journalists and PR professionals in the UAE?

With smaller teams and more focus on money, journalists are definitely under a lot more pressure these days to simply bang out copy in much smaller time frames. I’ve experienced this first hand, so in my new role, I think having quality copy that can be pitched directly to journalists is extremely influential in strengthening the relationship.

Describe yourself in five words…

Creative, loyal, sociable, active and Northern!

What’s your most overused saying?


Five things you can’t live without?

My iPhone, credit card, friends, family and food.

If you weren’t in your current role, what would you be doing?

Anything that would allow me to travel the world for the rest of my life would be fine by me.

Lena ter Laare joins The Dubai Mall Magazine

Lena ter Laare has joined Emaar as Content and Publishing Manager of The Dubai Mall Magazine. Having previously worked as Editor in Chief of Good Housekeeping Middle East and launch phase Group Editor of Hello! Middle EastHello! Indo-Arabia and Hello! Arabia at APP, Lena takes up her new role on The Dubai Mall publication that is published by Mediaquest.

For further details, contact Lena ter Larre on / +971 4 362 7737

Hello! Middle East welcomes Sarah Jimaa

Sarah Jimaa has joined the Hello! Middle East team as Fashion & Beauty Editor. Having moved across from NPI Media, Sarah previously worked as Fashion & Beauty Writer on The Dubai Mall Magazine, Concierge Magazine, and contributed to the launch of

Handling all things fashion and beauty related, Sarah will now be covering trend reports, features and photo-shoots, across all three editions of Hello!Hello! Middle East, Hello! Indo-Arabia and Hello! Arabia – published by Arab Publishing Partners.

NPI renews strategy focus for 2015

Following a rebranding campaign in the summer of this year, npimedia (NPI) now plans to focus on the development of its concierge portfolio of magazines as of 2015. NPI currently has the largest single portfolio of audited titles in the UAE, with all five concierge editions – including concierge Arabic, Chinese and Russian – standing alone in the market as the only magazines in these languages with a guaranteed circulation. NPI will be further developing these titles, as well as enhancing its offering with a new and innovative digital platform, launching at the end of the year.

NPI’s strategy for 2015 will be centred around consolidating and developing its existing media brands, having decided to refocus efforts and move away from contract publishing works that are not directly aligned with long-term development objectives. In line with this, NPI has made the decision to cease publishing The Dubai Mall Magazine, produced on behalf of Emaar Malls Group.

“We have had a very successful collaboration with Emaar Malls Group over the last four years to establish a new title in the market that elevates The Dubai Mall brand,” says Rob Nicholas, Managing Director, NPI. “It is both well respected and well supported, and we leave the magazine in a fantastic position for 2015.”

Rachel Ingram promoted across Concierge portfolio

Rachel Ingram has been promoted to Features Editor across the Concierge magazine portfolio. Previously Features Writer on The Dubai Mall Magazine and Concierge, Rachel will now be working across Concierge Dubai, Concierge Abu Dhabi, Concierge Chinese and Concierge Russian.

“I’m thrilled to join the Concierge team as Features Editor and I look forward to the new challenges and responsibilities that my role brings,” says Rachel. “There’s lots in store for the Concierge group in 2014 and I’m excited to be a part of it. Watch this space!”

New Editor joins The Dubai Mall Magazine

Caroline Scott has joined NPI Media as the new Editor of The Dubai Mall Magazine. Formerly Deputy Editor of OK! Middle East, Caroline will oversee the day-to-day running of the magazine.

“I am delighted to be joining the talented team at The Dubai Mall Magazine at this exciting time of growth for the mall and the city’s fashion scene, as a whole,” says Caroline. “Coming from a luxury publishing background, I find myself in a happy new home and look forward to a bright and busy 2014.”

Sarah Jimaa joins The Dubai Mall Magazine

Sarah Jimaa has been appointed as Features Writer at The Dubai Mall Magazine, part of NPI Media. Previously Fashion & Beauty Writer at Hello! Middle East, Sarah left to pursue her master’s degree in London where she also worked as a freelance stylist before recently returning to Dubai.

“I am excited about this new role and looking forward to bringing our readers the latest on fashion and beauty in each issue,” says Sarah.

Sarah will be responsible for the fashion and beauty pages, plus gifts, trends, style, travel, gadgets and more.

Contact Sarah at / +971 (0)4 424 3648


Naomi Chadderton embarks on new chapter

The Dubai Mall Magazine bids farewell to Naomi Chadderton today as she prepares to leave Dubai to embark on a new chapter of her career in London, United Kingdom. As she hangs up her Editor’s shoes, the much-loved journalist – who has lived in Dubai for over five years and previously worked for Grazia Middle East – hands over the reins to Cavell Mallett and Rachel Ingram until the new Editor is announced. Faye Rowe will continue to oversee the title as Group Editor.

“Today will be my last working day at NPI Media and The Dubai Mall Magazine,” says Naomi. “I will be moving back to the UK to pursue new opportunities, but it has been a great pleasure working with you all over the five years that I have been in Dubai.”

The Dubai Mall mag distributed with Vogue Italia

It has been announced that the October issue of The Dubai Mall Magazine will be bagged and distributed with Vogue Italia to coincide with the Vogue Fashion Dubai Experience, which takes place at The Dubai Mall on October 10, 2013. Nicholas Publishing International, publishers of The Dubai Mall Magazine, will print 10,000 additional copies for the occasion.

The evening is the brainchild of Mrs. Franca Sozzani, Editor-in-Chief of Vogue Italia, and Mr. Mohamed Alabbar, Chairman of Emaar Properties, and will offer fashion shows, exhibitions, interactive events and celebrity appearances.